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x is changing how it handles links X is implementing a new approach to link handling on its iOS platform, aiming to enhance user engagement and keep users within the app.

x is changing how it handles links

Overview of the New Link Experience

In a bid to improve user interaction and engagement, X is currently testing a significant change in how links are handled on its iOS application. Traditionally, when users click on a link within a post, the new page takes over the entire screen, obscuring the original post. This design has been linked to decreased user engagement, as many users may not return to the app after following an external link. To address this issue, X is collapsing the original post to the bottom of the screen, allowing users to interact with the post while browsing the linked content. This change aligns with CEO Elon Musk’s vision of transforming X into an “everything app” that users feel compelled to stay within.

Rationale Behind the Change

The motivation for this shift stems from feedback received from content creators on the platform. Many creators have expressed concerns that posts containing links tend to receive lower engagement compared to those without links. The primary reason cited for this trend is the interface design, which often leads users away from the app, resulting in diminished interactions such as likes, replies, and shares.

According to Nikita Bier, a key figure in the development of this new feature, the goal is to create a more seamless experience for users. In a tweet, Bier stated, “We’re testing a new link experience, starting on iOS — to make it easier for your followers to engage with your post while browsing links.” This indicates a clear acknowledgment from X that the previous design was not conducive to maximizing user engagement.

Implications for User Engagement

The implications of this change could be significant for both users and content creators. By allowing the original post to remain visible while users browse external links, X aims to encourage more interactions. This could lead to an increase in likes, replies, and reposts, which are critical metrics for content creators seeking to expand their reach and influence on the platform.

Furthermore, the change could also impact how users perceive the value of posts containing links. If users find it easier to engage with the original content while exploring linked material, they may be more inclined to share posts that include links. This could ultimately lead to a more vibrant ecosystem of content sharing on X, benefiting both creators and the platform itself.

Potential Challenges

Despite the potential benefits, there are challenges that X may face in implementing this new feature. One concern is whether users will adapt to the new interface quickly. Users who are accustomed to the traditional method of link handling may initially find the change confusing. Additionally, there is the risk that the new design may not resonate with all users, leading to mixed reactions.

Moreover, X will need to ensure that the new feature does not negatively impact the user experience in other areas. For instance, if the collapsed post is not easily accessible or if the browsing experience becomes cumbersome, users may become frustrated, leading to decreased engagement rather than the intended increase.

Changes to the Recommendation System

In addition to the new link handling feature, Elon Musk has announced forthcoming changes to the recommendation system on X. These changes are expected to further enhance user engagement and content visibility. Musk indicated that the company is “four to six weeks away from the deletion of all heuristics,” suggesting a shift away from traditional metrics such as likes and replies in determining content reach.

Instead, Musk stated that the platform will employ an AI-driven approach, where the system, referred to as “Grok,” will analyze every post and video uploaded to the platform—over 100 million pieces of content daily. This AI-driven model aims to match users with content they are most likely to find interesting, regardless of the creator’s follower count.

AI-Driven Content Understanding

The transition to an AI-based understanding of content represents a significant shift in X’s operational strategy. Historically, social media platforms have relied on rules-based algorithms that prioritize certain metrics, such as engagement rates, to determine what content is shown to users. However, this approach can often lead to a narrow view of what is considered valuable content, potentially sidelining lesser-known creators.

By utilizing AI to analyze the actual content of posts, X aims to democratize visibility on the platform. This could result in increased reach for accounts with fewer followers, allowing diverse voices and perspectives to gain traction. For users, this means a more varied and engaging feed, filled with content that aligns with their interests rather than merely what is popular at the moment.

Stakeholder Reactions

The changes being tested by X have elicited a range of reactions from stakeholders, including content creators, users, and industry analysts. Many creators have welcomed the new link handling feature, expressing hope that it will lead to improved engagement and visibility for their posts. Some have pointed out that the current system often discourages them from sharing links, fearing that it will negatively impact their overall reach.

Users have also expressed curiosity about the potential benefits of the new features. Many are eager to see how the changes will affect their experience on the platform. However, there are also concerns about the effectiveness of the AI-driven recommendation system. Some users worry that relying on AI could lead to a homogenization of content, where only certain types of posts are favored over others.

Industry Analysts’ Perspectives

Industry analysts have noted that these changes reflect a broader trend in social media, where platforms are increasingly looking to leverage AI to enhance user experience and engagement. The shift away from traditional metrics could signify a new era in social media, where content quality and relevance take precedence over mere engagement numbers.

Analysts have also pointed out that X’s move to keep users within the app aligns with a growing trend among social media platforms to create “walled gardens.” By encouraging users to stay on the platform longer, X may be able to increase ad revenue and improve overall user retention. However, this approach also raises questions about the balance between user engagement and the quality of content being shared.

Conclusion

X’s testing of a new link handling feature on iOS, coupled with changes to its recommendation system, represents a significant shift in the platform’s approach to user engagement. By allowing users to interact with original posts while browsing linked content, X aims to enhance user experience and increase engagement metrics. Additionally, the transition to an AI-driven recommendation system could democratize visibility for creators, allowing diverse voices to gain traction.

As these changes unfold, it will be essential to monitor user reactions and engagement metrics to assess their effectiveness. The success of these initiatives could have far-reaching implications for the future of X and its position in the competitive landscape of social media.

Source: Original report